‘Premier 12’ Integrated Brand & Social Campaign
For a national sports sponsorship, I designed a campaign-wide visual system that translated fan participation into a cohesive social and digital experience.
SIEG partnered with the Korean Baseball Organization during the Premier12 season, providing an opportunity to connect menswear with national sports culture beyond logo exposure.
The design challenge was to visually express pride, competition, and participation across social and media touchpoints.
The design challenge was to visually express pride, competition, and participation across social and media touchpoints.
Art Director
Campaign Designer
Logo Design / System
The logo was designed as a modular system inspired by competitive ranking formats.
A triangular structure references hierarchy and selection, while a star symbol reinforces the idea of athletes as “heroes.” The number “10” represents the final group of selected players, allowing the identity to scale seamlessly across digital, social, and print applications while maintaining a clear and recognizable visual core.
Art Direction & Slogan Design
The art direction framed the selected athletes through a fashion-editorial lens, emphasizing composure and confidence over competition, while two slogans—“Victory, Korea(승리하라, 대한민국!)” and “Well Fought, Korea (잘 싸웠다. 대한민국)”—were designed to adapt the campaign’s emotional tone to moments of victory and defeat without disrupting overall visual consistency.
The art direction framed the selected athletes through a fashion-editorial lens, emphasizing composure and confidence over competition, while two slogans—“Victory, Korea(승리하라, 대한민국!)” and “Well Fought, Korea (잘 싸웠다. 대한민국)”—were designed to adapt the campaign’s emotional tone to moments of victory and defeat without disrupting overall visual consistency.
Social Media Activation
Leading up to the campaign launch, I designed a series of social-first visual assets focused on clarity, shareability, and participation.
The system included submission-driven visuals that integrated fan messages into suit linings, Instagram-optimized voting graphics for the “Suit Hero 10,” and reusable templates for player content to ensure consistency across social touchpoints.
Leading up to the campaign launch, I designed a series of social-first visual assets focused on clarity, shareability, and participation.
The system included submission-driven visuals that integrated fan messages into suit linings, Instagram-optimized voting graphics for the “Suit Hero 10,” and reusable templates for player content to ensure consistency across social touchpoints.
Campaign Video
To amplify the “hero” narrative, I contributed to the development of Marvel-inspired comic-style graphics, dynamic motion captions, and bold typography, enhancing the campaign’s cinematic tone and storytelling impact.
To amplify the “hero” narrative, I contributed to the development of Marvel-inspired comic-style graphics, dynamic motion captions, and bold typography, enhancing the campaign’s cinematic tone and storytelling impact.